Communicating Ethical Arguments to Organic Consumers: A Study Across Five European Countries

By Simona Naspetti and Raffaele Zanoli

Abstract

Additional ethical claims were tested with mock organic egg labels in five EU countries. The attitudes towards the\ud
advertising labels were assessed by multiple copy testing measures. A total of 156 individual responses were\ud
analysed. The study confirms the difficulty of conducting advertising research in a multicultural framework, and\ud
shows that additional local/ regional claims can reinforce the appeal of organic products